Rose Community Foundation: CHP+
Market Research and Strategy Development
Challenge
The State of Colorado and Rose Community Foundation sought to increase participation in the Children’s Health Insurance Plan (CHP+) among eligible diverse, multi-ethnic audiences. To do so, they first needed to understand what enrollment barriers eligible participants faced.
Project
SageRiver designed and facilitated a marketing strategy development process with stakeholders who were poised to support and influence CHP+ enrollment. As part of the strategy process, SageRiver conducted focused market research with multi-ethnic groups to gather rich, clarifying information about community members who were eligible but not enrolling. The research helped to identify communication strategies and capacity-building needs for reaching the unenrolled target audience along every phase of the consumer decision-making model.
Results
SageRiver presented the results of this initiative to numerous interested constituents, including the Colorado State Legislature's Health Committee. In addition to achieving the initial goal of increasing CHP+ enrollment, the initiative helped deepen understanding of the populations the program was designed to serve.
Story Categories: Marketing Strategy and Strategic Planning. Story Tags: Custom Facilitation, Environmental Scan, Facilitation, Government Agencies, Health Care, Market Research, Marketing Communications, Marketing Planning, Marketing Strategy, Nonprofits, and Strategic Planning.
